RAKUTEN MOBILE - SHIBUYA STORE
RAKUTEN MOBILE NEW CONCEPT STORE IN SHIBUYA, MERGING DIGITAL AND PHYSICAL EXPERIENCE
UNIQUE RETAIL EXPERIENCE
New technologies to shape a more human customer experience
The new Pininfarina designed concept store for Rakuten Mobile, Inc., Japan’s newest mobile carrier, rises in the popular shopping and entertainment area of Shibuya, Tokyo.
Pininfarina – owned by the global technology giant Tech Mahindra Ltd. – through the application of its multidisciplinary capabilities in architecture and customer experience on the retail industry, created a one-of-a-kind three-story shop that drives brand values and desirability. A kaleidoscopic sequence of interconnected spaces allows for different journeys as customers move through the space, creating a unique interior experience that is full of life and energy.
Tech Mahindra Ltd. is a leading provider of digital transformations, consulting and business reengineering services and solutions. Tech Mahindra and Rakuten Mobile have a long-standing partnership across telecom networks services, where Pininfarina was engaged in the Retail Store Design.
THE IMPORTANCE OF RETAIL STORE DESIGN
Generative design as a tool for sustainability
Pininfarina design starts from a triangular generative and modular element, which exists throughout the entire space, from the graphic of the wallpaper, to the shape of the sitting area and the wood cladding. The triangle represents a simple connective network: starting from the logo, it replicates and connects to itself, similarly the process within social communities. Materials, wood and bamboo, for example, makes the store feel in tune with nature.
The concept store articulates different areas, designed to engage people by responding to different necessities. Customers can freely browse, or be assisted at the reception desk or while sitting in a comfortable lounge. The shop’s design winks at the new generations, which are further engaged while sitting on a linear sofa, maximizing direct and friendly connection with the store operators. An area is also dedicated to brand enhancement, allowing premium customers to experience new products and technologies first-hand, in an everchanging environment and/or to pick up items purchased online. A coffee area is also available, providing a place for visitors to pause and rest.
Rethinking the way we interact with the digital world
The design concept forms distinctive character with a customized palette of colours, textures, and lights to enhance Rakuten’s brand identity and provide positive impact by fostering the concepts of beauty and technology.
The concept store has been conceived to enhance a seamless interaction between Rakuten and its customers. In addition to the store design, Pininfarina further stressed the digitalization of all marketing and communication materials, relying on interactive, immersive wall displays.